Can we Americans talk to each other? Unfortunately, the answer seems to be no, and the intentional misuse of language is one reason we can’t.
I think it was GOP strategist Frank Luntz who first advised his party to obscure its goals by using phrases that softened/concealed meaning; he even wrote a book back in 2007 titled “Words That Work: It’s Not What You Say, It’s What People Hear.” As Deborah Tannen pointed out in 2003 (link unavailable),
Take the repeal of the estate tax. An “estate” sounds like a large amount of money. Indeed, before President Bush persuaded Congress to legislate a phase out of the estate tax, only the largest 2 percent of estates were subject to this tax. But change the name to “death tax” and many more Americans become sympathetic to repeal. After all, everyone dies. Death is bad enough without being taxed.
How many would get all worked up about an exceedingly rare abortion procedure (that the Alan Guttmacher Institute estimated represents less than one-fifth of 1 percent of all abortions performed in the United States in 2000)? But attach the name “partial-birth abortion” and a second-trimester fetus becomes a half-born baby.
Who among us wants to call ourselves anti-life? Win the name game and you’re more than halfway toward winning the battle. Win enough naming battles and you’re on your way to winning the war.
Since the demise of Roe v. Wade, we’ve all become familiar with arguments about what it means to be “pro life.” Nice human beings all want to be supportive of life, but Red state legislators are rather clearly unconcerned with the lives of rape victims or women with dangerous pregnancies; they are also unconcerned with the health and wellbeing of those babies they’ve “saved” once they’re born. (And how “pro life” is the GOP’s all-in support for gun “rights”? Is defense of permitless carry really consistent with calling oneself “pro life”?)
The use of language to mask what’s really going on is hardly limited to the abortion debate. Take the indiscriminate use of the word choice. Choice is a great term; it can be positive–as in citizens’ ability to choose a religion, a marriage partner, or whether to procreate (choices the GOP’s Christian Nationalists oppose), or it can be a word that masks less positive “choices”–destroying the public school system via “school choice,” or “choosing” not to open your place of business to Blacks or gays.
That latter “choice” brings me to another highly contested term: religious liberty. Who isn’t for religious liberty–the right to believe or live as one’s conscience dictates?
What today’s MAGA GOP means by religious liberty, however, is their right to remake the law of land in order to privilege fundamentalist Christianity–to return women, gays, non-Whites and non-Christians to the subordinate status in American society that their religion dictates. Requiring obedience to civil rights laws violates that dominance. (Serving that slice of pizza to a gay person clearly imposes upon their religious liberty…)
The publication of Project 2025 provides evidence that intentional misuse of language continues to shape far-Right discourse; for example, the effort to destroy the civil service is presented as a path toward “efficiency.” (In this case, that may even be a proper use of language–dictatorships are usually more efficient than messy democracies.)
Project 2025 is also strong on “family values”–another term favored by a political party that certainly doesn’t value “those” families. What Project 2025 calls “family values” are policies that discriminate against LGBTQ+ citizens and women, and emphasize the importance of traditional nuclear families.
There are other words that obscure rather than illuminate. A recent favorite is “weaponization”–an accusation hurled at government officials applying existing laws to Republicans. Another is actually a new word: “woke.” Woke-ism is basically a commitment to fundamental fairness for all American citizens, which raises the question why it produces so hysterical a negative response.
These newer terms join old favorites like “socialism”–the Rightwing’s preferred label for any social program. Social Security and Medicare were originally opposed (and still are) as “socialist.” (Again, as with “efficiency” the label isn’t incorrect–just pejorative. The U.S., like all modern societies, has a mixed economy, with a robust private sector protected by socialized efforts like police, fire protection, garbage collection and other collective services.)
I’m sure readers can come up with other examples. Disinformation would be impossible without the ability to disguise truth by misusing and distorting language. I believe it was French diplomat Charles Maurice De Talleyrand who famously said that “God gave humans language so they could conceal their thoughts from one another.”
No wonder Americans are having difficulty communicating….
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